Abstract: Agricultural entrepreneurship serves as a significant driving force in building China into an agriculturally powerful country of its own characteristics. Drawing upon 621 agri-entrepreneurship cases broadcast in the "Wealth Creation" programme of CCTV's Agricultural and Rural Channel, through text analysis and structured data processing, and based on the framework of "attitude-behavior-environment interaction⇒performance", this paper analyzes and examines the effects of multi-level entrepreneurial orientations on agri-entrepreneurship performance. The empirical evidence shows that attitude-level risk orientation, behavior-level innovation orientation, and social-environment-interaction-level social orientation all have positive value contributions to agri-entrepreneurship performance. Among them, the contribution of social orientation is the most significant and robust, while the contributions of risk orientation and innovation orientation are sensitive to survivorship bias. However, nature-environment-interaction-level green entrepreneurial orientation adversely affects agricultural entrepreneurial performance. This paper believes that this is the result of "bad money drives out good" in the green agricultural market with high information asymmetry. Further tests reveal that the rural government provides one-on-one support effects that not only strengthen the performance contributions of various entrepreneurial orientations, but also turn the negative influence of green orientation into a positive one. Meanwhile, local leading enterprises, functioning as an "invisible hand", improve entrepreneurial performance by guiding agricultural entrepreneurs to strengthen their entrepreneurial orientations. This study provides insights for "new generation farmers" in designing entrepreneurial orientations, recognizing their own shortcomings, and seeking external support.

Key words: agri-entrepreneurship, entrepreneurial orientation, entrepreneurial performance, empirical evidence